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Tiger puts the spotlight on six undiscovered musicians

In a bid to strengthen its brand presence in the Malaysian peninsula, Tiger Jams, the newly minted music platform of Tiger Beer unveiled six music videos staging undiscovered musical talents from the Asian region.

Six undiscovered musicians – Rozella, Son of a Policeman, Donamarie from Malaysia, and Mirrr, Monkey Business and 23’O from Thailand – were shortlisted. Original tracks that were then made into original music videos, as part of a content led campaign created by creative agency, TSLA.

Targeting the Malaysia and Thailand market, the campaign also included a web portal, which saw over 5,000 participants and over 250,000 votes have flooding onto the Tiger Jams website since May 2016. The campaign also had an on ground activation in Kuala Lumpur and Thailand. A grand finale concert starring the bands who made it to the final act saw them playing alongside Scottish act Chvrches.

One of the music videos featured collaboration between budding Malaysian musical talents Rozella and Darren Ashley, along with visual artist Flex from Singapore. The result is an original track called “Home to You” which showcases unexpected connections between musicians and visual artists. Watch it here:

“Each music video is a work of deep collaboration, an experimentation in exploring new possibilities of sights and sounds of Asia, and a testament to the unexpected connections forged and magic that is sparked when different creative talents are brought together – regardless of background or language differences,” said Mie-Leng Wong, global director Tiger Beer at Heineken Asia Pacific Breweries.

Watch the others here:

“What struck us was the quality of talent and music that is right before us. All we did was create the platform to really bring this talent to life in an unexpected manner. At the end of it, it is all about the music and the single-minded desire to showcase Asian music to the rest of the world,” said Nicholas Ye, chief executive officer at TSLA.